MARKETING CAMPAIGNS

As uncertainty reigns, Ford offers worried consumers staff prices

By our African Marketing Confederation News Team | 2025

US car buyers, like their contemporaries in most countries, are worried about rising prices due to tariffs. Here’s how Ford has responded.

As US President Donald Trump’s import tariff strategy – and counter-tariffs imposed by other nations – cause chaos in global markets, CMOs and their brand teams are scrambling to work out what their next moves should be to calm and attract worried consumers.

An auto worker at a Ford plant in the US. Photo: Ford

The automotive industry is likely to be particularly hard hit – even in the US, where some analysts are predicting prices on some vehicle models could rise by as much as US$12,000. 

 

As worried American car-buyers either panic-buy or elect to keep their wallets firmly shut as they wait and see, the giant Ford brand has launched a marketing campaign that offers almost its entire model lineup to the public at staff prices. 

 

Most auto brands offer their employees special discount pricing and, in the case of Ford, the current offer to consumers is valid to 2 June 2025. 

 

The campaign is being promoted as ‘A Handshake Deal for America’ and kicked off on the same day that President Trump made his import tariffs announcement. 

 

“In times like these, talk is cheap. At Ford, we believe in action,” says Rob Kaffl, Ford Director for US Sales and Dealer Relations, in a statement posted on the company’s website. “We understand that these are uncertain times for many Americans.” 

 

Kaffl’s statement also plays on patriotism, emphasising: “When you buy a Ford vehicle, you’re not just getting a capable vehicle; you’re investing in American jobs and American communities.” 

 

Marketing budgets likely to be hit 

 

Meanwhile, global research and advisory company Gartner is predicting that global marketing budgets will be hit by the current uncertainty caused by President Trump’s tariffs announcement. 

 

“We’ve been collecting data from CFOs and they’re starting to feel uncertain themselves,” said Ewan McIntyre, Vice President Analyst and Chief of Research at Gartner for Marketers, quoted by the website Marketing Dive. 

 

 “Marketing unfortunately is the door that gets knocked on first when CFOs are starting to feel uncertain about their budgets, because they feel it’s easy to withdraw.” 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.